AD-SUCCCESS Marketing

Documented Sales Success
1997 Southern Lights/Southern Nights Campaign

*Objective:* Positively impact the Fayette County economy by integrating a tourism campaign to support the November/December room night sales effort of Lexington hotels.
Implement the campaign through the cooperative efforts of the Lexington Convention and Visitors Bureau, The Kentucky Horse Park, Lexington Hotels, Lexington retail establishments, The Herald Leader, AD-SUCCESS and other corporate citizens and community leaders.
	*Results:* The Southern Lights/Southern Nights advertisement, which began to run in consumer publications in August 1997, has generated 1,931 inquiries (a 32% increase over 1996).
	As of December 31, 1997 approximately 1,275 Southern Lights/Southern Nights hotel packages have been sold (a 42% increase over 1996).
	The visitors who came to Lexington as a direct result of this promotion spent over $150,000 on hotel rooms alone. After shopping, eating, buying gas, and visiting area attractions, these visitors contributed well over $250,000 to the Fayette County economy.